A STUDY ON FACTORS AFFECTING SUNSCREEN PRODUCT PURCHASING BEHAVIOR IN BANGKOK AND REGIONS. This study aims to find out the sun protection behavior of Thai people and what factors influence the purchasing behavior of sunscreen products among Thai consumers in Bangkok and its suburbs. The target respondents are both men and women between the ages of 18 and 60 in Bangkok and its suburbs.
The findings of this study show that the demographic factors have a significant influence on the purchasing behavior of Thai consumers in Bangkok and its suburbs, especially in terms of age and gender. Thai people in Bangkok and suburbs 18 4.1.3 Part C: The analysis of sunscreen purchasing behavior.
INTRODUCTION
- Background
- Problem Statement
- Research Questions
- The Research Objective
- Research Scope
- Expected benefit
However, most Thais typically do not understand much of what is written on a sunscreen label. In conclusion, Thai people tend to use more sunscreen products in the past year, and some sunscreen manufacturers still lack understanding of consumer needs and still do not do the right communication to the consumer. What are Thai people's sun protection behavior and attitude towards UV protection and prevention of skin from UV rays by using sunscreen.
The sample of the study consists of research groups in Bangkok and its suburbs, both men and women between the ages of 18 and 60. Since the sunscreen market in Thailand tends to grow year by year and has the potential to grow continuously, this study is expected to influence people's attitudes towards the risks of UV and its protection, purchasing behavior and other will study factors influencing the sunscreen market in Bangkok and its suburbs. areas.
LITERATURE REVIEW
- A Theory of Consumer Behavior
- Meaning of consumer behavior
- Model of Consumer Behavior
- Marketing and other stimuli
- Buyer’s black box
- Buyer’s decision
- The Definition of Marketing Mix
- The Components of Marketing Mix
- Product
- Price
- Place
- Promotion
- Conceptual Framework
According to Kotler and Armstrong (2010), "the marketing mix is the set of controllable tactical marketing tools - product, price, place and promotion - that the firm mixes to produce the response it wants in the target market." According to Kumar (2010), "the marketing mix is the terms used to describe the combination of methods used by an enterprise to achieve its objectives by effectively marketing its products and services to a specific target group." The practical application of marketing mix by companies varies depending on their size, chosen business strategies, geographic location, competitive advantage and a range of other factors.
This element of the marketing mix is just like the vehicle for the other marketing elements (Selim A., Habibur R., 2015). Goods are produced to be sold to consumers. Therefore, promotion is an important ingredient of the marketing mix because it refers to a process of informing, persuading and influencing a consumer to make a choice on the product to purchase.
RESEARCH METHODOLOGY
Research Design
- Part A: Background information 1. Sex
- Part C: Sun screen purchasing behavior
- Part D: Marketing Mix
Data Collection Methodology
- Population
- Sampling
- Data Collection
The research uses analysis using many SPSS methods to demonstrate the relationships between each variable and helps to better understand consumer purchasing behavior of sunscreen products. General questions help explore the research target behavior of sunscreen use in everyday life. A specific question helps to delve deeper into the attitude towards UV protection, insight into the purchasing and use behavior of sunscreen, the awareness of sunscreen brands.
This section will ask respondents for their opinion on a number of aspects and will be measured using Likert scales to observe the degree of agreement or disagreement. The demographic question will collect general information about respondents such as age, gender, education level, occupation and personal income. To find out the relationship between demographics, behavior and variables influencing the shopping behavior of consumers in Bangkok and suburbs.
Data Analysis
RESEARCH FINDINGS
Statistical Descriptive Results of The Hypotheses According to the Research Conceptual Framework
- Part A: The analysis of demographic information of respondents
- Part B: The analysis of sun protection behaviors of Thai people in Bangkok and suburb areas
- Part C: The analysis of sun screen purchasing behaviors of Thai people in Bangkok and suburb areas
- Part D: The descriptive statistics of marketing mix factors affecting on purchasing of sunscreen of Thai people in Bangkok and suburb areas from
Sun protection behaviors of Thai people People Percentage B5: What is the average time spent outside on the weekend. According to the group of table 4.2, the result shows that most of the respondents use sunscreen every day (53.4%) and the smallest group of respondents never use sunscreen (6.8%). Results of sunscreen buying behavior of Thai people Persons Percentage C1: What is the average product price you spent on sunscreen at one time.
Results of sunscreen buying behavior of Thai people People Percentage C2: How often you buy sunscreen products. C3: What is the most influential person or source of information when making your decision to buy sunscreen. Results of Sunscreen Buying Behavior of Thai People Persons Percentage C5: How often do you buy sunscreen products.
Choosing products with high SPF Choosing products with high PA Choose a product that is less irritating and gentle on the skin Choose a non-sticky or not too sticky product Choose a product that is easy to wash off. Choose the product resistant to sweat and water Choose the product that does not have perfume, color and. Regarding the frequency of purchase of the sunscreen product, the two groups of the majority of respondents buy the product once every 2-3 months (41.7%) and once every 4 months or more (41.7%). Furthermore, the most influential person/source of information when making a decision to buy sunscreen are friends (30.8%), salespeople (28.6%) and TV commercials (11.5%) respectively.
Regarding the important factor when buying a sunscreen, most respondents choose products with a high protection factor (29.1%), followed by a product that is not sticky or not sticky (21.8%), and chooses products that are less irritating to the skin and they are soft on the skin (12.6%). According to the group of Table 4.4, the result shows that the most influential factor of the marketing mix is the product with the highest mean score of 3.78. In addition, the top 3 highest mean ratings are “the effectiveness of the sunscreen product is important to me” (mean = 4.5), “reasonable price that matches the quality” (mean = 4.23), and “the product that is FDA approved is important to me” (mean = 4.03), and the top three lowest mean ratings are “Available in an online store” (mean = 2.23), “Lucky draw” (mean = 2.32), and "modern and pleasant store" (mean = 2.66).
Statistical Tests of The Hypotheses According to The Research Conceptual Framework
In table 4.5, the Pearson Chi-square is used to examine the relationship between personal factors and overall purchase behavior factors. According to Table 4.6, the cross tabulation result indicates that the largest group answering the survey is the group of women. According to Table 4.7, the cross-tabulation result indicates that the largest group answering the survey is the group aged 21 – 30 years.
According to table 4.8, the cross tabulation result indicates that the largest group responding to the survey is the age group 21-30 years old. According to table 4.9, the cross tabulation result indicates that the largest group responding to the survey is the age group 21 – 30 years old. According to table 4.10, the cross tabulation result indicates that the largest group responding to the survey is the group of company officers.
According to Table 4.11, the cross-tabulation result indicates that the largest group who participated in the survey completed the highest master's degree. According to Table 4.12, the cross-tabulation result indicates that the largest group who participated in the survey earns a salary of more than THB 50,000. This means that the marketing mix does not have a significant direct impact on the purchasing behavior of sunscreen products.
According to Table 4.14, One-way ANOVA analysis is used to study the relationship between the marketing network and the average price of sunscreen per consumption. According to Table 4.15, One-way ANOVA analysis is used to examine the relationship between the marketing network and the frequency of purchase of sunscreen products. According to Table 4.16, One-way ANOVA analysis is used to examine the relationship between the marketing network and the frequency of purchase of sunscreen products.
According to Table 4.17, One Way Analysis - ANOVA is applied to examine the relationship between marketing mix and frequency of purchase of sunscreen product. This means that the marketing mix does not have a direct visible influence on the purchase behavior of the sun protection product.
CONCLUSION AND RECOMMENDATION
Research Conclusion
- Product
- Price
- Promotion
- Place
Most of the age 21-30 year old group respondents are influenced by friends when they decide to buy a sunscreen and most of the age 31-40 year old group are also influenced by friends. In addition, most company official respondents usually spend about 201–500 THB to buy sunscreen once and most government official respondents also usually spend about 201–500 THB to buy sunscreen once. Most of the master's degree respondents usually spend about 201–500 THB to buy a sunscreen once and most of the bachelor's degree respondents also usually spend about 201–500 THB to buy a sunscreen per time.
According to the hypothesis, the marketing mix factors of product, price, place and promotion (4Ps) significantly influence the purchasing behavior of sunscreen products among Thai people in Bangkok and suburbs. The purchase behavior of sunscreen can be considered from several aspects, namely the main reason for using sunscreen, the average price of the sunscreen product per consumption, the frequency of purchase of sunscreen, the most influential person or source of information in the decision to purchase sunscreen. , and the most important factors for you when buying sunscreen. From the descriptive statistical results, it can be concluded that product efficacy is the most considered factor among Thai consumers when purchasing sunscreen products.
Moreover, the reasonable price corresponding to the product volume is the small concern of consumers. From the descriptive statistical results, it can be concluded that sales events or seasonal sales are the most considered factor among Thai consumers. From the descriptive statistical results, it can be concluded that convenience places are the most considered factor among Thai consumers.
In addition, product shelf at eye level is the second place that consumers are concerned about. According to hypothesis 2, an average price of sunscreen per capita is the only dependent variable that has a significant impact of marketing mix. Other purchasing behaviors have no significant impact of marketing mix, namely the main reason for using sunscreen products, frequency of purchasing sunscreen product, the most influential person or source of information when making a decision to purchase sunscreen, and the most important factors for you when you purchase. sunscreen.
Recommendation
Sun protection preferences and behaviors among young adult men during maximal ultraviolet radiation exposure activities. Selim A., Habibur R. (2015). The Effects of Marketing Mix on Consumer Satisfaction: A Literature Review from Islamic Perspectives.
APPENDICES
Appendix A: Questionnaire
What is the most influential person or source of information when making your decision to buy sunscreen. can choose more than one choice). Choose non-sticky product or not very sticky product Choose product that is easy to wash off. Choose the product that does not have perfume, color and preservative. Choose the product that has already been allergy tested.
Take each factor into account and choose (mark) the degree of agreement you would like to indicate how much influence each factor has on your decision to purchase a sunscreen product. Strongly disagree = 1 Somewhat disagree = 2 Neither agree nor disagree = 3 Somewhat agree = 4 Strongly agree = 5). Beautiful and modern packaging is important to me. 6. Having different sizes is important to me.
